A Local Roofing Company Was Busy in the Rainy Season. They Needed Leads All Year.
A locally owned and operated roofing company had very little online presence and a static website. Work came in during the rainy months and dried up the rest of the year.
We built an inbound marketing program to keep their lead pipeline full year round, combining new content, SEO, digital advertising and social media.
Form submissions increased 120%, calls went up 160%, and organic traffic grew 271% over three years. Revenue has more than tripled since the program started.
The Challenge
The existing site already ranked well for a handful of valuable keywords, but that visibility was narrow. Whole groups of searches homeowners use when they need a roofer were going to competitors.
The company needed steady leads through every season, not just when the rain started.
The Approach
We started with a competitive analysis to set the strategy and pick new keyword targets, then agreed on a set of metrics tied to the company's goals. Early website changes improved the user experience and made it easier for visitors to get in touch.
Content and social
Regular blog posts and social updates, plus helpful offers like quizzes to size up a homeowner's needs and guides on roof care, maintenance and repair.
Local visibility
Individual service pages with supporting pages for each neighborhood and town served, and more than 150 local directory listings claimed and filled out.
Paid search
Search ads to capture homeowners ready to call now while organic rankings grew.
Conversion testing
A/B tests on landing pages and calls to action to turn more visitors into leads over time.
The Results
New rankings from website content, landing page offers, social posts and ads changed the shape of the business. Form submissions increased 120%, calls went up 160%, and organic traffic grew 271% over three years.
Most important to the owners, revenue has more than tripled since the program began, and the lead flow no longer depends on the weather.
Want leads that keep coming after the busy season ends? Talk to YB Marketing about SEO, ads and content built for contractors.